Solutions/Localisation
Localisation beyond dubbing.
Translation is not localisation. Instant Studio is a managed AI creative production company for global brands and agencies. We remake a campaign for each market: local people, a local setting, the local product and offer, the local language and the local format. There is no second shoot.
What does dubbing leave unchanged?
Dubbing changes the voice, the lip movement and the captions. Everything else stays as it was shot. The street is the same street. The faces are the same faces. The product on the shelf and the price on the tag are the ones from the original market. Viewers notice this in a second. The hero film runs in twelve markets and looks like it was made in one.
Remaking the ad for each market changes what the viewer sees. A runner in London becomes a runner in Tokyo. The brand, the product and the framing stay the same. The street, the person, the tagline and the format change to suit the market. It needs no second shoot.
What are the four levels of localisation?
The first two levels are what dubbing and adaptation tools do well. The last two are what Instant Studio does.
| Level | What changes | What stays the same | Who does it |
|---|---|---|---|
| 1. Language localisation | Subtitles, translated copy, a dubbed voice, matched lip movement | Every frame of the original film | Dubbing and voice tools |
| 2. Creative adaptation | A new edit, a local offer and closing screen, a local voice | The footage, the people, the setting | Dubbing tools and adaptation studios |
| 3. Generative visual localisation | The people, the setting and the product are remade around the original ad | The framing, the brand and the campaign idea | Instant Studio |
| 4. Full generative localisation | The whole campaign is remade for the market from the brand rules: people, setting, product and offer, language, format | The brand rules and the idea | Instant Studio |
What changes in each market?
Before anything is made, the brand team agrees a table with one row per market. It says who appears, where the ad is set, which language it uses, what the offer is and what the local rules require. The product stays exactly the same in every row.
| Market | Talent | Setting | Language | Offer | Legal |
|---|---|---|---|---|---|
| London (source) | Cast from the shoot | South Bank at dawn | English | Launch price, GBP | UK advertising rules |
| Tokyo | Japanese runner | Imperial Palace loop | Japanese | Local retailer, JPY | Japanese disclosures |
| Hong Kong | Local runner | Bowen Road | Traditional Chinese, Cantonese voice | Local retailer, HKD | Hong Kong requirements |
| Singapore | Local runner | East Coast Park | English | Local retailer, SGD | Singapore requirements |
| Manila | Local runner | Bonifacio Global City | Tagalog and English | Local retailer, PHP | Philippine requirements |
How does the work run?
- Start from the original campaign. The key visuals, product shots, brand guidelines and tone become the reference. Brand colours, product accuracy and framing are fixed.
- Remake the scene for each market. Buildings, landscape, light and interiors are generated for the market. The product is kept exact.
- Add the local detail. Signs, plants, vehicles, the season, the food on the table.
- Match the people to the market. Presenters and background people are generated or cast for each market. Any real person's face is used with written consent on file.
- Rewrite the words for the market. Headlines and scripts are rewritten to carry the idea in the local language, then set in the local script, including Traditional Chinese, Thai and Arabic.
- Review market by market. Local reviewers and the brand team approve each market's ads before release.
What changes for your team?
Localisation becomes a review job. Your regional teams check and approve. Head office keeps control of the brand. Each market keeps its own judgement on culture. Adding a thirteenth market is a small step, and the smaller pieces get localised too: CRM banners, in-store screens and short social cuts.
Every new Maxus model needs ads for every market, platform and angle. Inchcape was spending more than eight hours on each version. Now the content studio uploads one photo of the car. The Instant Studio workflow returns a localised video in minutes, with the language, the location and the background changed for the market.
Read the playbook
How to localise a global campaign for every market without reshooting it.
Let's get started
Start with a pilot.
Scale with confidence.
Bring the hero campaign and the list of markets. We scope a fixed-price pilot on the first two markets and show you the market table before anything is made.